프로축구 구단의 공익연계 마케팅과 이미지, 공중관계, 태도 및 구전의도의 구조적 관계

초록

The purpose of this study was to identify the causal relationship between the marketing linked with public interests of the professional soccer club, and its image, club-public relations, its attitude and word-of-mouth intention. For this purpose, the questionnaire research was conducted for 387 persons selected in a convenience sampling method from the audience visiting FC Seoul and Suwon Samsung of the clubs affiliated with the K League. The research instrument was the questionnaire. Descriptive statistical analysis, exploratory factor analysis and reliability analysis were conducted for statistical analysis with the use of the SPSS 18.0 program. Confirmatory factor analysis and structural equation modeling analysis were conducted with the use of the AMOS 18.0 program. As a result, the following findings were obtained: First, it was found that the marketing linked with public interests of the professional soccer club did not have a positive effect on its image. Second, it was found that the marketing linked with public interests of the professional soccer club did not have a positive effect on the club-public relations. Third, it was found that the marketing linked with public interests of the professional soccer club had a positive effect on its attitude. Fourth, it was found that the image of the club, club-public relations and its attitude had a positive effect on the word-of-mouth intention.

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